There are countless channels and technologies to invest time and money into. Which means you’ll be closer to meeting your KPIs if you get it right, and will have some explaining to do if you don’t. Align your marketing plan and your business objectives with a solid marketing strategy. Based on insight and research, you need to understand your buyers. Your strategy will help you find each other in a crowded space, to that you can deliver the best message, to the right people on the correct channels.